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McKee
Keven Prather
This series discusses what you need to do to get your business in shape to
By Ruth King
Economist Richard H. Thaler in Nudge, Final Edition, Thaler demonstrates how an incremental change to a vexing problem can reap exceptional results. It’s often a matter of thinking about it—one of the best books for business or life that I’ve read.
Editor’s Choices Management Resource
Shelf
Does making a change in business or life have to be that complicated? It doesn’t, according to Nobel Prize Economist Richard H. Thaler in Nudge, Final Edition. Thaler demonstrates how an incremental change to a vexing problem can reap exceptional results. It’s often a matter of thinking about it—one of the best books for business or life that I’ve read.
Nudge—The Final Edition
Richard H. Thaler & Cass R. Sunstein
Since the original publication of Nudge more than a decade ago, the title has entered the vocabulary of businesspeople, policymakers, engaged citizens, and consumers everywhere. The book has given rise to more than 400 “nudge units” in governments around the world and countless groups of behavioral scientists in every part of the economy. It has taught us how to use thoughtful “choice architecture”—a concept the authors invented—to help us make better decisions for ourselves, our families, and our society. Put more simply, a small change can make a dramatic difference.
Warren Buffett ranks among not only the top investors of our time, but among the best of all time. Buffett has managed to rise to the top of the ranks in stellar fashion, confounding the critics and earning the adulation of millions. As a leader, entrepreneur, potential investor, student, or whatever your calling may be, you stand to learn from the many life lessons of one of the most successful investors of all time, and one who is still very active and at the top of his game. The wisdom in this book can literally change your life. Forty-three of his most valuable and inspiring life lessons relating to investment, human relationships and overall betterment have been deconstructed and explained, including actionable information as to how you can implement the lessons into your day-to-day life. If you have an open mind, read the book.
One business podcast that has truly transformed how we’ve grown our business, as one reviewer said, is the “Sales Maven” podcast, created and hosted by Nikki Rausch. If you want to build a meaningful relationship for future sales, lean toward practical resources and need a boost of support, this podcast is worth a listen. It boils down to leadership, management and, most importantly, making the sales.
https://yoursalesmaven.com/podcast/
Playing to Win: How Strategy Really Works Hardcover
A.G. Lafley & Roger Martin
Now, two of today’s best-known business thinkers get to the heart of strategy—explaining what it’s for, how to think about it, why you need it, and how to get it done. And they use one of the most successful corporate turnarounds of the past century, which they achieved together, to prove their point. A.G. Lafley, former CEO of Procter & Gamble, in close partnership with strategic adviser Roger Martin, doubled P&G’s sales, quadrupled its profits, and increased its market value by more than $100 billion in just 10 years. Now, drawn from their years of experience at P&G and the Rotman School of Management, where Martin is dean, this book shows how leaders in organizations of all sizes can guide everyday actions with larger strategic goals built around the clear, essential elements that determine business success—where to play and how to win.
“Hidden Brain” by Shankar Vedantam is a must-listen podcast for every business owner. It’s both creative and profoundly insightful, exploring the reasons behind people’s actions, emotions, and reactions. Vedantam interviews individuals from around the globe, sharing their stories and then consulting with experts to uncover the psychological underpinnings. This podcast offers valuable insights into human behavior and responses as it searches for the eternal why (and how) they do it.
Everyone loves a good fight, and that’s what Business Wars provides, hosted by David Brown. This podcast isn’t about learning how to finance a small business or write a business plan. Instead, it delves into the fascinating stories and struggles behind today’s most prominent companies — Netflix vs. Blockbuster, Walmart vs. Amazon, The North Face vs. Patagonia, and many more. “Business Wars” offers a muchneeded mental break from the daily grind while perfectly capturing the essence of the entrepreneurial spirit. https://wondery.com/shows/business-wars/
THE HVACR MANAGEMENT MAGAZINE
TERRY Tanker
Publisher ttanker@hvacrbusiness.com
TOM Perić
Editor in Chief tperic@hvacrbusiness.com
MEGAN LaSalla
Art Director mlasalla@hvacrbusiness.com
BRUCE Sprague Circulation Manager bs200264@sbcglobal.net
BARBARA Kerr VP Operations bkerr@hvacrbusiness.com
ADVERTISING STAFF
TERRY Tanker
Publisher Tel 440-731-8600 ttanker@hvacrbusiness.com
HVACR Business, founded January 1981, is a monthly national trade magazine serving contractors, mechanical engineers, manufacturers, manufacturer representatives, wholesalers, distributors, trade associations, and others in the heating, ventilating, air conditioning and refrigeration (HVACR) industry primarily in the U.S.
The editorial focus and mission of HVACR Business is to provide business owners and managers with the very best business management concepts available. Critical topics covered include leadership, management, strategy, finance, sales, marketing, training, education, staffing, operations, human resources, legal issues, customer service and more. We are dedicated to helping contractors master these key management skills and provide them with the resources necessary to build strong, profitable companies. Every effort is made to provide accurate information, however, the publisher assumes no responsibility for accuracy of submitted advertising and editorial information.
No part of this publication may be reproduced or retransmitted in any form or by any means, including, but not limited to, electronic, mechanical, photocopying, recording or any information storage retrieval system, without the prior written permission of the publisher. Unauthorized copying may subject violators to criminal penalties as well as liabilities for substantial monetary damages up to $100,000 per infringement, costs and attorneys’ fees.
This publication should not be utilized as a substitute for professional advice in specific situations. If legal, medical, accounting, financial, consulting, coaching or other professional advice is required, the services of the appropriate professional should be sought. Neither the authors nor the publisher may be held liable in any way for any interpretation or use of the information in this publication.
The authors will make recommendations for solutions for you to explore. Any recommendation is always based on the authors’ research and experience. The information contained herein is accurate to the best of the publisher’s and authors’ knowledge; however, the publisher and authors can accept no responsibility for the accuracy or completeness of such information or for loss or damage caused by any use thereof.
Subscription Rates: Free and controlled circulation to qualified subscribers. Non-qualified persons may subscribe at the following rates: U.S. and possessions:
1 year $48; 2 years $75; 3 years $96; Canadian and foreign, 1-year $108 U.S. funds only. Single copies $8. Subscriptions are prepaid, and check or money orders only. Subscriber Services: To order a subscription or change your address, write to HVACR Business, 31674 Center Ridge Road, Suite 104, North Ridgeville, OH 44039 or call (440) 731-8600; or visit our Web site at www. hvacrbusiness.com. For questions regarding your subscription, please contact bkerr@hvacrbusiness.com.
Iwas watching an international judo tournament, and a female Japanese competitor did something I had never seen before. While immobilizing her opponent with Kesa Gatame (scarf hold), she positioned her hand to grab her leg instead of the cloth at the neck of the uniform. (Think of a schoolyard wrestling match when someone gets a headlock on their opponent while leaning against them.) Her adjustment created a tighter vise around her competitor’s head, and after holding her down for 20 seconds, she won the match. Maybe her slight adjustment to breaking away from the classic method was derived from knowledge or an instinct to try something new. After all, she was wearing the red letters on the back of her judogi, indicating her status as the reigning world champion.
Think of addressing your problem with a nudge.
in America. (OK, in Texas, at least.) This new advertising campaign saw a reduction of 29 percent in its first year. “In its first six years, there was a 72 percent reduction in visible roadside litter. All this happened without the use of any mandates, threats or coercion but rather via a creative nudge,” according to Thaler.
You’re asking, of course, what this has to do with your HVACR business. From a specific activity, nothing. However, from a tactical standpoint, this lesson has everything to do with how we operate our business and, yes, even our lives.
The idea that a simple change can result in significant transformation is the thrust of the work of some influential economic psychologists led, in part, by Richard H. Thaler, a Nobel Prize economist at the University of Chicago. At the risk of oversimplifying, he maintains that small, modest efforts can effectuate change in much more significant ways than we would expect.
For example, a school lunch program with the goal of providing free meals to kids met with modest results. When the program switched to an opt-out approach (thus still allowing free choice), the number of participants increased dramatically.
In another instance, a program to curtail smoking among young people met with indifference. Telling a teenager he might die at 65 instead of 80 doesn’t resonate. When you tell them they’ll have yellow teeth, bad breath and premature wrinkly skin, teens begin to listen.
Thaler illustrates the nudge by telling how Texas dealt with the vexing problem of highway litter. Despite spending money and effort on advertising, the campaign was a bust. They identified the culprits as young men between the ages of 18 and 24. They didn’t seem to care that state bureaucrats wanted to hold them responsible for littering the roadway.
A new campaign, playing on Texas pride and loyalty to the Dallas Cowboys, changed everything. They started a campaign, “Don’t Mess With Texas,” and got some Cowboys to urge citizens (but naturally, disproportionately young men) to stop littering. They began offering T-shirts, coffee mugs and decals with the campaign slogan. The campaign was a staggering success. At one point, it was voted the most popular slogan
Let’s say you have a tech who has twice as many callbacks as all your other employees. Yes, you can ignore it because “that’s the way it is” and accept his less-than-stellar performance. But wouldn’t it make more sense to have your most skilled tech (or even you) ride along with this individual and get a close view of what might be causing those callbacks? The fact that someone is there suddenly sends a message the tech can’t afford. Does the tech lack knowledge that he should possess be the cause? (Additional training solves this.) Is it possible that he is undisciplined when checking his work? (A checklist solves this.) You won’t know how to fix it until you find out why it’s happening. However, any of these approaches could change that callback problem with a nudge in the right direction.
Is there any shortcut or uncomplicated way to start the Nudge? I suspect one way is to resolutely think about the issue of using a nudge without distractions. Think about how long it seems when the doctor says to sit still for five minutes before cuffing your arm for a blood pressure check. Take the problem you have and devote 20 minutes (an arbitrary number) while you focus on the issue and turn off your phone. You’ll be surprised at the clarity.
You are the best judge of how to use the nudge in your business. If you just step back and write down your three most frustrating issues, I’m convinced that solutions or options will appear.
The thrust of this column and the focus of Thaler’s milliondollar-selling book is to think small and, yes, that the answer can be both simple and within your grasp. Think of addressing your problem with a Nudge and not a sledgehammer.
For the cynic, let’s assume that you tried the nudge, but it didn’t work. It’s a bust. Let’s be realistic. We know that many business deals don’t work out for a myriad of reasons. What do you do? You go on to the next deal. In this instance, you probably haven’t gambled valuable resources (planning meetings for three months). It’s unlikely that you spent money on a consultant (who would tell you what you already know), and you haven’t tied your team down for new, time-consuming marketing efforts. Try it again.
Just like that world champion Judoka, sometimes it’s a matter of a few inches and a little bit of effort that make all the difference. u
STAND OUT FROM THE HERD THE
POWER OF YOUR BUSINESS BRAND
BY RYAN KALMBACH
Imagine a herd of zebras. This is what consumers see when they search for an HVAC service provider, a bunch of zebras that all look the same. Choosing who to do business with becomes an act of near randomness, where price is the only quantifiable differentiator. In the book, “Different,” by Harvard professor Youngme Moon, she calls this “Competitive homogeneity”; over time, all competitors in a market copy each other to the point that they collapse onto each other.
A company’s business brand is the opportunity to stand out from the herd. A brand is NOT your logo, your colors, your truck wraps, your billboards, your marketing campaign, or the children’s baseball teams you sponsor.
A business brand is about differentiation and the unique identity your business has in the minds of all of its
A
company’s business brand is the opportunity to stand out from the herd.
stakeholders. A brand is all the attributes that define the value you deliver through the entire customer experience. A brand is what you do, how you do it, and why you do it. Most importantly, a brand is not what you say you are, it’s what you actually do and how you make customers feel.
Brand Starts Inside
Defining your company’s brand is an inside job first. It starts by defining your core ideology and indoctrinating every one of your employees. Your core values and your core purpose make up your core ideology.
Core Values
We have all been told for years that a company needs core values. The reality, however, is that core values often fail to accomplish their intended function of defining what excellent behavior looks like for your people and how your company’s culture is different from other companies.
There are three typical problems with core values: generic, squishy, or not codified into the execution of the business.
Generic values are “me too” values that many other companies have. Values like teamwork and integrity. Great core values differentiate you from
other companies and tell current and prospective employees how you are different. Great values attract the people you want and repel the people you don’t want. Core values are the foundation of differentiating who you are as a company.
Squishy values are words that will be defined differently by everyone who sees them. Great core values define the specific behaviors your employees will demonstrate.
For most companies, core values are merely words on a wall or a piece of paper. Ask company leaders what the company’s core values are, and they will rarely know them by heart. Great core values are codified into every aspect of the business: hiring, orientation, rewarding, recognizing, coaching, and firing.
Core Purpose
Simon Sinek’s famous Ted Talk, “How Great Leaders Inspire Action,” teaches us
about the “Golden Circle”. If you haven’t watched this Ted Talk, right after you read this article go watch it.
Sinek posits that most leaders and companies focus on what they do; we maintain, repair and replace HVAC systems. Great leaders start with WHY they do what they do, then move to the HOW, and finally to the WHAT.
Core Purpose answers the question of why your company exists, and it is a far greater call than simply to “make money.” Some examples:
Disney - To make people happy
3M - To solve unsolved problems innovatively
Southwest Airlines - To connect people to what is essential in their lives
According to Jim Collins, Core Purpose:
1. Must inspire those inside the company.
2. Has to be as valid to those in the company 100 years from now as it is today.
3. Needs to encourage thought as to what you could be doing but are not doing at the moment.
4. Provides clear direction, including what you should not do.
5. Must be authentic to your company. Core values and core purpose are a company’s internal ideology. They define who you are as a company and why you exist.
After defining and codifying an internal ideology, you can translate this externally to your customers.
Target Market
Great brands aren’t all things to all people. Great brands are exclusionary and build a value proposition to serve a specific target market. This involves tradeoffs that create both raving fans and haters. Lululemon sells exercise pants for $125. For many, this sounds crazy. For those who think this is crazy, Lululemon would say, “We didn’t build it for you.” Lululemon has a community of raving fans who purchase their products over and over.
Make a list of the customers with whom you are most successful and customers who are your most profitable. What are the common characteristics of these customers? Define their geographic, demographic, and psychographic characteristics.
In the end, a brand is not just what a company says it is; it’s what it consistently demonstrates through its actions.
Geographic – Where do you live, work and play?
Demographic – Qualities like age, income, stage of life.
Psychographic – What they value, what is important to them.
This becomes your target market. Focus your brand on your target market and don’t worry about those outside of that. If there aren’t customers who you can’t say, “We didn’t build it for you,” then your target market is not well enough defined.
Unique Hows
The second circle of Sinek’s Golden Circle is How. What are your unique Hows? How do you deliver your service in a way that is different from your competitors?
Youngme Moon wrote, “Well roundedness is the enemy. Lopsidedness is the goal.” You don’t need to be great at everything; be great at what your target
marketing professor Theodore Levitt. This analogy highlights the importance of understanding customer needs. The point is that customers don’t buy products for the sake of the product. They are “hiring” the product for a job they need done. In the case of the drill, they’re “hiring” it to make a hole in their wall, not for the sake of owning a drill. The trickiest thing with selling the hole is selling what’s most accurate to your brand.
Brand promises to translate your unique hows into the eyes of your target market customer. What unique value will they get by doing business with you?
Southwest Airlines: Low fares, Lots of flights, Lots of fun, No Change Fees.
McDonald’s: Speed, consistency, fun for kids. McDonald’s is a great place to quickly feed your hungry kids, but probably not where you will take a first date.
Stand apart from the Herd
market values are. A great way to discover your unique hows is to ask your target market why they love doing business with you.
Discover Strength, a personal training and fitness company: Evidence-based, Efficient, and Expert, Educated trainers.
Zappos: Core values on the outside of the box, return label on the inside of the box, one-year no questions asked return policy.
Brand Promises
Your brand must consistently deliver a few promises that attract the right kind of customers. The brand promises must be significant and different in the eyes of your target market customers. What problems do you solve for your customers? “People don’t want to buy a quarter-inch drill. They want a quarterinch hole,” said Harvard Business School
In the end, a brand is not just what a company says it is; it’s what it consistently demonstrates through its actions. It’s about embedding the brand into every facet of the business, from hiring practices to customer service protocols. It is how customers feel when they do business with a company. By doing so, companies can truly stand out from the herd, forging meaningful connections with customers and charting their own path to success. So, as you navigate the competitive landscape, remember: your brand is your most powerful asset—nurture it, embody it, and let it guide you to greatness. u
Ryan Kalmbach is the CEO of Johnstone Orion Distribution with 12 locations and 125 employees in California. He has more than 20 years of experience in operating a family distribution business. The core passion at The Orion Group is to partner with its customers and employees to help them to grow. Contact Ryan at https:// www.powerofjsog.com/.
IS ELECTRIFICATION A FAD?
THE TRANSFORMATION IS HERE, AND THE PREPARED WILL
BY AKSHAY ARYA
Shag carpeting. Water beds. Cabbage Patch dolls. Furby. Who remembers these fads from decades past?
In our current decade, with these once must-haves a distant memory, our attention has turned to the UN’s Intergovernmental Panel on Climate Change (IPCC). In 2021, the panel published a report that made it clear that unless we achieve net-zero carbon emissions and reduce additional greenhouse gases over the next decade, we may face pronounced environmental changes, including weather extremes and severe weather events. To avoid potentially catastrophic damage to our planet, we must act now and implement sustainable energy solutions. Moving away from fossil fuels toward green electric power sources is not a passing fad; it is the key to our planet’s survival.
Moving away from fossil fuels toward green electric power sources is not a passing fad; it is the key to our planet’s survival.
A Regulatory Shift
Conversations at both the state and federal levels are focusing on reducing our carbon footprint and optimizing renewable energy sources in order to meet the goals of the Paris Climate Agreement. Buildings account for 40% of U.S. energy consumption and greenhouse gas emissions. In order to achieve the goals of the Paris Climate Agreement and limit global warming, decarbonizing buildings needs to be at the forefront of climate policy.
Indeed, U.S. cities have begun to mandate lower emissions from new and existing building stock. New York City’s
Climate Mobilization Act requires all buildings larger than 25,000 square feet to reduce carbon emissions by 40% by 2030. Washington, DC’s Clean Energy DC Omnibus Act sets minimum building energy performance standards, requiring commercial and multifamily buildings to increase energy efficiency. Standards are based on benchmarking data, with energy efficiency scores measured by annual energy consumption per square foot and compared with the performance of similar-sized buildings nationwide. Buildings that do not meet standards are placed on a five-year compliance plan. The legislation also mandates that by
2032, 100% of the city’s energy supply must come from renewable sources. Additional municipalities across the United States and beyond are exploring similar building standards.
Meeting these new standards will require a full-scale adoption of energyefficient and low-carbon HVAC solutions powered by electricity and not fossil fuels in both existing buildings and new construction. Technologies are available – oil-free, magnetic-bearing compressors, compressors using vapor injection, variable speed drives, automation solutions and predictive monitoring using artificial intelligence – that enable facilities to utilize electric power sources and optimize their energy consumption. This improves efficiency and lowers costs while maintaining and even improving performance and occupant comfort.
The Potential of Electrification Solutions
The move toward electrification in buildings holds tremendous potential for reduction in carbon emissions and energy usage, but retrofitting requires investment. Numerous older buildings have boilers, which can last for many years.
Building owners often hesitate to discard expensive legacy systems that are still performing satisfactorily. Heat pumps and chillers that work in combination with an existing boiler system are an easy way to partially electrify the system and reduce emissions if a full retrofit isn’t possible. The International Energy Agency (IEA) estimates that heat pumps have the potential to reduce global CO2 emissions by at least 500 million tons by 2030. The IEA also reports that since 2010, the market share of heat pumps in the U.S. has more than doubled, with about 40% of new homes built with heat pumps.
Heat recovery technology, which enables buildings to use rejected heat from cooling systems, such as those
serving data centers, can also save energy and reduce emissions. But for effective heat recovery, energy storage – cold, hot, or both, and potentially electricity storage as well – is critical. Another option is to increase the system scale, integrating multiple buildings and loads on a district scale, which can provide more load balance, built-in storage and additional options. Colleges and universities are beginning to build district energy systems within their campuses and are realizing the savings in energy and maintenance expenses.
Beyond HVAC
The transition to electric power is affecting all sectors, including transportation, water and wastewater treatment, and data centers, which are all large sources of carbon emissions. Electrification is occurring across the globe as industry, government and climate agencies all work together to implement sustainable energy solutions. Personal and commercial electric vehicles are becoming more affordable and more efficient in performance. With the federal government’s goal to make half of new U.S. cars zero-emission by 2030 and with the Inflation Reduction Act’s incentives
and tax credits for the adoption of electric vehicles of all types – light, medium and heavy-duty – electrification will be far-reaching.
Transforming Infrastructure
Powering the world with electricity requires sufficient infrastructure to handle increased demand. Utilities will need to upgrade power grids to support the transition to electric power. In addition to incentivizing customers and industry to accelerate the adoption of carbon-free and energy-efficient technologies, the Inflation Reduction Act also offers tax credits and grants for utilities to upgrade their facilities with clean electricity generation, storage and renewable energy sources such as hydrogen.
Demand-side flexibility measures, such as load-shifting or peak-shaving, can reduce peak energy demand either by shifting energy use away from peak consumption periods or by avoiding peaks altogether by reducing energy usage for one function to serve another. Essentially, equipment can be switched off or turned down during peak demand periods, instead of choosing to use it at
another time. Demand-side flexibility solutions become even more effective when coupled with efficient energy storage mechanisms, as they can automate energy storage deployment during lowdemand periods when demand is higher. Aside from preserving grid function, demand-side flexibility also helps households and businesses lower energy costs.
Electrification is happening all around us and is here to stay. With available technologies and additional research and investment, electrification will provide a more efficient and sustainable way of life as we all work to meet regulatory requirements while increasing operational and cost efficiency in our businesses. u
Akshay Arya is the Sales Director, Distribution & OEMS, for Danfoss Climate Solutions, North America. Akshay holds an undergraduate degree in instrumentation and control engineering from Rajiv Gandhi Technical University and an MBA in marketing and international business from Symbiosis International University.
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TIKTOK: TO DO OR NOT TO DO
BY JEN MCKEE
These days, a lot of buzz is building around using short-form videos and apps like TikTok for your HVAC company. At the same time, we’re hearing that TikTok could be banned … so the question becomes, is this a platform that you should be spending your time on? TikTok has some significant advantages, especially for trade companies. But what if you start using it, and it disappears? Or if you’re completely against it, how can you still incorporate short-form videos into your social media strategy? Here’s what to do.
Advantages of TikTok
TikTok offers a lot of advantages for your HVAC company’s social media strategy. One of the biggest is the way that the TikTok algorithm works compared with other social media platforms. TikTok shows content based on what the consumer likes rather than who they know. What does this mean
for you? This means that TikTok is one of the easiest platforms to reach people without spending any money on ads. This also means that you don’t have to have followers in order to get views on your content, get engagement on your content and grow your following quickly. Plus, the platform hasn’t been around as long as the other ones, so there are more viewers than content, giving you room to show up.
Video is also a really great way to showcase your personality. When it comes to being a home service company, your branding, your story and your people are what set you apart. It’s hard to convey that just using pictures or graphics. Utilizing video, you can actually interview your team, you can get your team to teach things, and then you can share personality using trends. All of these things will help set you apart not only on TikTok, but you can take these videos and
TikTok has some significant advantages, especially for trade companies.
put them on all of the other platforms to help increase your reach and your brand awareness. Videos also perform well in ads on both TikTok and the Meta platforms. One of the most significant advantages of using ads is that you are able to target the exact people that you are trying to reach. So whether you’re utilizing short-form video for organic content, paid ads or lead generation, it can be a great advantage to you.
You don’t want to be on TikTok
Let’s say that you don’t even want to get started on TikTok. Just because you don’t want to be on TikTok does not mean that you should not create videos. All of the social media platforms prioritize videos, such as the short-form videos we see on TikTok. So, even if you are not going to be on TikTok, video
should still be a part of your content strategy for social media. You can post these videos on YouTube shorts, Instagram, Facebook, LinkedIn, and even on your website. Short-form videos are one of the easiest and most consistent ways to reach the most people.
We have an approach called the 3X3 strategy that we like to use to create videos. We use TikTok as our primary editing tool and trend source, but you can use any platform as your main one in this strategy. Most of the content that is being created can be easily rolled over to other platforms. Honestly, a lot of the content that we’re watching on YouTube or Instagram is actually repurposed or reposted TikTok videos. Let’s get into it. The 3x3 strategy looks like this: three different types of videos that you’re creating, posting on three different platforms and posting three times a week.
Video Type 1: B-Roll
The first type of video is a really low-effort type of video. B-roll is just a
video of people doing things. It can be a tripod set up while the techs are doing an install. You can create it while trucks are rolling out of the driveway or during a meeting or a team building activity. It doesn’t really matter what it is; what matters is that your brand is visible, your people are visible, and the video quality is pretty good (cell phone quality is fine). Usually, b-roll videos are about 7 seconds long, we use sound from one of the platforms and add text on the screen that shares information, whether it be educational or transformational. It could even be something about an offer you’re promoting or something about your business in general. This type of video can perform very, very well on multiple platforms, and it doesn’t really take a lot of effort.
Video Type 2: Talking Head
This type of video takes a little bit more effort, but it also gives you a little bit more bang for your buck. Short-form videos are just that–they’re short. They don’t need to be longer than 60 seconds. So, a talking head video is a clip of you sharing a bit of information or talking, and we can see your head. What should you talk about? You can go and look at the blog post your SEO company has written for you. These are excellent sources of information about what your talking head videos can be about because they typically answer questions that people search for on the internet. Talking head videos usually don’t need too much editing since they are usually just videos of somebody sharing information. Add some closed captioning so that if people don’t have the sound on, they can still read what you’re saying, add a title, and again, this video can perform well on all the different platforms.
Video Type 3: Trending
Trending videos can be a couple of different things. Sometimes, you’ll see ideas that are trending across social platforms. For example, there was an idea last year about a Halloween ghost photo shoot so we had some clients that did it, and it was enjoyable. It put them in the middle of the trend, and it performed well for them. There are some other really easy trending videos you can do using a free app called CapCut. You’ve seen these a lot in ,short-form videos where it’s a movie that you’ve seen before or a person speaking, and it’s put on top of a
If you are already utilizing TikTok as a part of your strategy,
it’s essential to protect your content in case of a ban.
always have access to the videos that you have posted and created with TikTok. Repurpose.io is also really great for quickly reposting your videos on to all of the other platforms like the 3x3 strategy mentions.
photo with relatable text on the screen. CapCut templates are easy to use because you’re not really making a video, you’re using a template and adding a photo. It could even be a stock photo and then adding something relatable on the screen. Another type of trending video is using a trending sound that you hear on TikTok or Instagram and maybe mouthing the words or doing whatever it is that other people who are using the sound are doing.
The next part of the 3x3 strategy is straightforward–post three times a week to three different platforms. We usually choose to post on Tuesday, Wednesday, and Thursday. And post them to TikTok, Reels and YouTube Shorts.
This strategy will easily 10x your views without adding a ton of effort.
Regardless of what platform you prefer, I personally like TikTok because of the editing features. You can start editing videos from any platform and repurpose them onto every platform. If you want to create videos with a video editor, you can use something like Descript or CapCut and then post them on Facebook, Instagram, LinkedIn, and YouTube. The point is, whether or not you are using TikTok, short-form video needs to be a part of your social media strategy. Video is where the eyeballs are, it is what the algorithm favors. You can get way more views on your videos than you can on a
static piece of content. Do not sleep on short-form video, even if TikTok isn’t for you.
Protect yourself in case of a ban
TikTok has been in the news off and on for almost five years, pretty much since it’s been around, with the question of banishment coming up as well. A Chinese company called ByteDance owns TikTok, but all of the TikTok subsidiary is housed in the United States and Singapore. ByteDance is a privately owned company with 60% owned by global investors, including some in the United States. As of 2022, Project Texas meant that Oracle in Austin, Texas, holds all of TikTok’s data. There is a lot of controversy surrounding TikTok, but compared with other social media platforms that are also collecting an abundance of our data, it’s getting heavily scrutinized.
If you are already utilizing TikTok as a part of your strategy, it’s essential to protect your content in case of a ban. I always recommend backing up all of your videos. We use a website called repurpose.io. It’s inexpensive if you and your team are using it, and you can set it up to automatically back up your content into Google Drive. This means no matter what happens to any platform, whether they’re down or up or something else, you
Along with that, make sure that you are taking your TikTok videos and posting them on other platforms. Don’t just put all of your eggs in the TikTok basket. This is where that 3x3 method really comes into play. Make sure that your Instagram and YouTube accounts are connected to your TikTok profile to keep building your social media simultaneously. Make sure that you’re building community and giving attention to platforms other than TikTok. But as a home service provider, I do believe that you’re already doing this. Because as you know, it’s better to be safe than sorry.
The bottom line is whether or not TikTok is around, short-form videos are here and deserve your attention right now. When it comes to your overall organic social media strategy and your paid social media strategy, spending time creating short-form videos is going to pay off in the long run. They are highly engaging and a great way to showcase your personality, and they are what people are watching and consuming on social media these days. u
Jen McKee is the founder of Kee Hart Marketing, a social media marketing agency that specializes in organic and paid strategies for contractors. Contact her at jen@keehartmarketing.com or online at www.keehartmarketing.com.
HEAT UP YOUR MARKETING STRATEGY: THE ESSENTIAL TOOLS & TACTICS FOR HVAC BUSINESS GROWTH
BY AJ SONNICK
Marketing is the linchpin that separates your business from the rest. It is not something you should only do when you have the money, and it’s not just a “nice to have” — it is an essential part of every business.
When you think about marketing — especially digitally — it is necessary to think about it in three ways:
1. How are you being found? Is it organically, paid ads on Google or social media, or a referral?
2. What happens when they get to you? Are they being brought to your website? Are you sending them to a landing page? Is there a Call to Action? What do you want the user to do?
3. What are you doing to track the data and nurture the lead? Do you have Urchin Tracking Module(UTM) tracking set up? Call tracking? Form tracking? Is your Google Analytics tracking properly?
All of these elements contribute to an excellent digital marketing strategy.
Understanding the Need for Digital Marketing in 2024
Let’s face it: Anyone can build a website. AI could write your copy and now even build your site. Someone across the globe can handle your social
When done correctly, SEO is a long-term strategy; it is not one-and-done …
media. Online software with templates can service all your graphic design needs. And you could do this all for free or really cheap. But is that really the best and most beneficial to your business?
Take a step back right now. Do you actually understand your Google Analytics data and interpret it properly? The thing about marketing is … it can be very subjective. So, we need to take our opinions out of marketing, focus purely on the data, and make decisions based on that.
When done correctly, SEO is a longterm strategy; it is not one-and-done, it is not just blogs, and it is not just a simple website update. Search Engine Optimization (SEO), which is where you rank on Google and other search engines, is crucial to the long-term growth of your business online.
We need to make sure that your business is coming up on page one of Google as high as possible, above your competitors, for keywords that people are searching.
That means we don’t want you coming up first for keywords that have zero search volume. We need to make sure that you’re coming up with relevant keywords. People (and potential leads) are out there searching for “air conditioning service in Tampa” or “heating service on Long Island” — but are you capitalizing on that?
The Importance of Paid Ads
A short-term/semi-long-term strategy, when done effectively, is paid advertising online. This is typically through Google Search ads, social media ads, or Google LSA (Local Service Ads).
Paid ads online are not something you just do for a few weeks. With your setup, the algorithm at play, and countless other intangibles, paid ads are a strategy that will take several months to see dividends. Moreover, it should not be your only form of marketing, as SEO will pay more significant dividends long-term.
A great strategy I recommend, depending on the campaign, is sending users from paid ads to landing pages that have a call tracking number and a form on them. That’s one destination. The other destination is sending them to your website and using UTM Tracking.
Setting Your Website Up for Success
Upon visiting your website, there are several core tenets to abide by:
• Make sure that what you do is clearestablish your business’s intent clearly and demonstrably.
• More importantly, make sure there’s a clear Call-to-Action - note what you want the user to do, whether
it’s to schedule service, sign up for a maintenance program, or schedule an estimate.
• Make sure your website doesn’t have fluff.
• Don’t use stock photos.
• Make sure your website has useful and relevant information with a content strategy behind it.
Always make sure that you’re able to track your leads throughout your entire website and that you follow technical SEO guidelines. Google wants a site that loads quickly and has relevant content.
Your website should provide a user experience that is superior to your competitors, is natural and easy for your customers, and achieves a given goal. This means giving or providing the user with value and receiving their contact info in return. This can be through a form fill out, a landing page, an e-book download, or something that will engage the user, hook them, and make them feel accomplished — ultimately establishing trust and desire to work with you, while you now collect a lead.
Now that you’ve figured out a plan on how to be found (organic or paid) and you’ve set up your website, ensure that you are tracking leads and nurturing them. This is the moment you’ve been waiting for. You have leads, but when you don’t track them, it can cause a problem.
When done properly, your website and overall marketing should not be a cost center or an expense. It should be very
profitable for you and a big part of where your customers are coming from.
You Have Leads, But Are You Lead Nurturing?
To properly nurture a lead, I recommend implementing a nonsales email drip campaign, text campaign, personal phone call — all of the above. With the right touch, it will make a huge difference. Remember, we are still possibly trying to build authority, trust, and a relationship.
Social media will be helpful overall from a brand awareness and lead generation perspective, but tracking and really gaining new customers from this will not be easy. Instead, focus on your organic search rankings, your website, and your tracking. Making sure you have a positive ROI is important.
I want you to listen closely: I recommend sticking with any content or paid campaigns for at least 60 to 90 days to see meaningful results. Within those 60 to 90 days, make minimal changes and learn to pivot (gently). Making too many changes too quickly will result in failed campaigns. Not reading or understanding your data will also fail.
I want you to WIN!!!
Essential HVAC Marketing Tools in 2024
Try the following tools and techniques and make sure they are set up on your website and in your marketing:
• Call Tracking
Call tracking is going to allow you to see the source, the keywords searched, and what page(s) a caller viewed. I recommend CallRail as it’s straightforward and easy to use.
• Website Chatbot
By implementing chatbots on your website, your business is able to offer 24/7 support to customers and new leads. Here, users can input any questions and receive instantaneous support — and not to mention, chatbots can handle multiple requests at once, thus allowing your business to service a plethora of clients concurrently. It’s an excellent tool that assists in lead generation, marketing, and sales.
• Google PageSpeed
You may think your site loads
A call-to-action (CTA) is the bow on the gift of value that you provide your leads and customers.
ultimately brings you the most business. This, of course, depends on how you optimize your campaigns.
• Google Local Service Ads (LSA)
quickly, but a big part of Google’s search algorithm is mobile-first ranking. Even if the majority of your visitors are coming from desktops, the responsive mobile version of your site needs to load quickly. Google has this down to milliseconds. You can test this using Google’s PageSpeed Insights tool.
• Google Analytics
You need a streamlined platform that combines all crucial statistics for your website so you can make informed decisions regarding content and ad strategy. With Google Analytics, you will see elements including users, tracked events (sign-ups, phone calls), average engagement times, Google ad campaign performance, and other pertinent and informative data.
• Google Search Console
This is a platform that advertisers use to optimize search performance on Google. As previously mentioned, your business needs to be ranked on the first page of Google. Search Console will agglomerate Search traffic and help marketers fix glaring issues — such as indexing issues, redirect errors, server errors, security issues, and more — so that you optimize your website as effectively as possible.
• Google Search Ads
An essential for any HVAC service company, Google Ads will help you reach the audience that you are catering to — whether it’s commercial, residential, or both. Not only will this provide your company with leads, but it will also help you define the customer profile that
Similar to Google Ads, Google LSA offers you local leads — only this is charged through a Pay-Per-Lead model (meaning you’re charged when a lead reaches out to your business); whereas Google Ads charges you through Pay-PerClick (meaning they charge you when a user clicks your ad).
• A Clear Call-to-Action
A call-to-action (CTA) is the bow on the gift of value that you provide your leads and customers. Wrapping up your content, CTAs should be powerful, impactful and inspire consumers to reach out to your business for inquiries. Effective CTAs should emphasize pain points rather than promote your business; remember that clients have needs that you must meet, and it’s your responsibility to instill the trust that your company is capable of delivering.
• Keyword Research and Content Marketing
It is vital that HVAC professionals take the time to learn what keywords their prospective clients are searching for. You can achieve this with a tool like Semrush. Whether it is “commercial hvac maintenance nyc” or “residential ac unit orlando,” hammering down your niche to the keyword is imperative — and with platforms like Semrush, you can see crucial analytics like keyword variations, when/where keywords are clicking best (essential for ad scheduling!), CPC, and overall competitive density. u
AJ Sonnick is a digital marketing consultant and strategist and the founder of ONE18MEDIA. With previous experience in HVAC marketing and more than 10 years of digital marketing success, AJ has consistently grown businesses by delivering clients with leads, sales, and boosted revenue across a multitude of verticals. With an ability to adapt to client needs and shifting trends, AJ and the ONE18MEDIA team have been proving their versatility daily by cementing their powerhouse status in the New York digital marketing space.
HOW TO IMPROVE YOUR WEBSITE’S USER EXPERIENCE
BY WILL MERRITT
What is UX or User Experience? UX or User Experience in the digital marketing world describes how easy it is for a consumer to interact with your company online. In the world of HVACR, we are focused primarily on a contractor’s website. In layman’s term, it needs to be easy to use and navigate, so that the searcher quickly finds information.
Simple Clean Design (Minimalistic)
Just a few short years ago, website design revolved heavily around producing as much content as possible. SEO tactics were all about pages and pages of content. That technique has changed in recent years. Here is an example of outdated SEO for HVAC businesses: creating pages for every service your company provides, location pages for all markets served, and different pages for the same service (i.e. AC Repair, Air Conditioner Repair). Users want the simplest and easiest website content available to digest. Remember, the average homeowner will only purchase heating and air conditioning 2.5 times in their lifetime. They are not thinking about it at all until it breaks. It is out of sight and out of
Keep your design simple and clean.
mind. So, when the moment of truth happens, they need repair at their home. The consumer searches on their device and wants a contractor that gives them an answer immediately, one they haven’t buried in layers of service pages. Keep your design simple and clean.
Hierarchy of Information –Pillar Content
Pillar content must start with a central topic of interest to your target customer and then you build content around it. Remember, consumers do not casually browse heating and air websites like they may a car dealership or clothing website. It just doesn’t happen. The focus should be around one of your core competencies: Service, Maintenance, or Installation. Pillar-based content is a newer SEO technique that drives the best user experience on a website. It is designed around layers of content that support one main topic.
An example would be “Air Conditioner Repair” and the information that you structure to support it. The supporting layers or clusters would be:
• Blog: “What to look for before you call a contractor” or “Signs you need AC Repair.”
• Blog: “The importance of maintenance to prevent breakdowns.”
• Video: Showing how to check your filters, the circuit breakers, and your thermostat before you call a contractor.
• Content: A list of items presenting problems and the accompanying answers.
• Content: Reasons why repair or replacement is the better option. Provide supporting evidence for both.
High-Quality Content
Your company’s website must deliver high-quality content in 2024. You need to immediately convey to the user that you are the trusted authority for what they seek. They will know right away that they have found the best service provider for their needs. Your content is current and up-to-date, and it identifies their problem and gives them answers. Deliver high-quality content and Google will reward you through organic
traffic to your website.
Weed Out Old Outdated Content
Old, outdated content can hurt your website’s ranking on Google and other search engines. SEO (Search Engine Optimization) is a technique to help your website rank higher in organic search results. Google has released recent updates that hint at poor, old, outdated content is detrimental to search rankings. So, if your website has a plethora of pages that get little to no traffic, it’s time to remove them. Another good practice is combining similar content pages. Ex: An HVAC website may have a page for “HVAC Repair,” “Service,” and “AC Repair.” Good practice would be to combine these into one page. Also, Google’s most recent core update looks to “weed out” poor AI-generated content.
Mobile First
Google ranks all websites “mobile first” these days. This means your company’s website looks better on mobile devices. This is a key feature of user experience. Remember when you would go to a website on your smartphone, and it was
just a shrunken-down version of the desktop site? That is a HUGE no-no in 2024. Mobile-first websites have a responsive design regardless of the device the searcher is using (i.e., smartphone, laptop, tablet). So, in simple translation, your website looks good on all devices.
Fast Loading
Have you ever clicked on a website in the search results, and it takes forever for the website to load? Yes, we all have, and what happens? We get frustrated, and we leave the site. What does it tell us about the business? If this home service provider has a poor-performing website, what will their service be like for me?
Google considers 0-2 seconds a fastloading speed. Anything longer than 3 seconds is considered slow by the search engines and may prompt them to derank your website. Ultimately, searchers will be prone to leaving your website.
User First Content
User-first content is critical in 2024 for an HVAC business’ website. We must stick to our core services, such as repair, maintenance, service, and installation. The site must give the searcher exactly what they are looking for where they land on your website. Example: a
homeowner’s air conditioner is not working, so they search “AC Repair Near Me.” They want answers to their problem.
Here’s What Consumers are Looking for:
• Is it apparent to the user immediately that you can solve their problem?
• Can they contact you easily through a phone call, chat, or web form?
• What are your business hours? Are you open after regular business hours, after 5 p.m. Can they reach a live person?
• What does your company charge to come out? (Diagnostic or Trip Charge)
• Do you provide the service they are looking for, “AC Repair”? It has to be evident you can solve their problem.
• Emphasize your company’s attributes, such as guaranteed repairs, years in business, same day service, and giving back to the community.
Consistent Design Throughout
Consistent design on your HVACR website sounds simple, but many sites neglect it. Inconsistent design can hurt your website’s rankings by detracting from the user experience. Your site structure should remain the same overall pages.
• Same navigational menus on all pages.
• Footers should be the same.
• Consistent font throughout your website.
• Proper use of H1, H2, and H3 Heading Tags (Use this approach: H1 is your main topic of a particular web page, H2 would be the next most important supporting topic, H3 would be important but less than H2).
• Structural layout should be what consumers know. Consumers are familiar with certain website designs; deviation can confuse potential new customers.
User Experience for HVACR Websites Summarized
“Take your contractor hat off,” and think like the poor homeowner who comes home from a long day at work to a hot, stuffy house with no air conditioning. They don’t understand the HVAC business or air conditioning like you; they just want comfort. Follow the structure listed above, and you will drive a great user experience! Make the answers to their questions obvious with clean design, support your answers to their questions with pillar-based content, and make the content about the searcher and their dilemma. Follow this protocol, and it will help drive organic rankings and garner your company new customers. u
Will Merritt is the Managing Partner at Effective Media Solutions, a fullservice marketing agency. With 27 years of experience in the HVAC field, 10 of that in marketing for contractors, our agency has keen insight into our industry that others do not. Contact Will at will@myeffectivemedia.com or (704) 507-7858. “We Speak HVAC.”
CREATING THE 7-STAR EXPERIENCE: VIP TOOLS FOR YOUR CALL CENTER
BY ANGIE SNOW
When was the last time you felt like a VIP when visiting an establishment, working with a home service company, or making any business transaction?
You know the companies I’m talking about. It’s how American Express always begins their support calls by saying, “Thank you for being a member since (fill in the date you opened your account).” Or maybe it’s Chick-fil-A where you go to get great chicken, and you also get a delightful and positive experience where serving you is always “their pleasure.” Perhaps it’s Target, where they refer to their customers as guests.
For me, it’s my family’s orthodontist. My children love going to the orthodontist because of the fun, friendly atmosphere. They have iPads in the waiting room, reward points and prizes, candy and balloons when you get your braces off, and don’t forget the ice cream shop inside their office. Yes, you read
We live in a world where reviews and customer opinions matter.
that right. Our orthodontist serves the yummiest BYU Creamery ice cream to the entire family after every visit. In addition to that, he’s a great orthodontist with a good sense of humor, a clean facility, and an amazing staff.
It’s those little interactions, extra touches, and subtle acts of service that make doing business with these companies memorable and delightful. In fact, I like to refer to them as companies that provide a 7-star customer experience. We live in a world where reviews and customer opinions matter. When I am getting ready to review a company, a service or a product that has exceeded my expectations, I would love to give them more than just a mediocre five-star review. I’d give a 6, 7, 8 or even 10-star review if I could.
When I’ve had a 7-star experience, I feel like a VIP or a significant person. I give huge kudos to these businesses for being very intentional about the way they make their customers (guests/clients/ members) feel special, respected, and as though they are important and matter very much. These types of businesses are the models that we should be following as home service companies.
A 7-Star Call Center
You can replicate this 7-star customer experience in your call center. Your agents can create a VIP experience with every interaction, whether it’s by phone, text, chat or email. The goal is to make every customer feel like a VIP because we hear, respect and value them. Their experience should feel personal and go beyond their expectations. Fostering these types of
relationships and experiences will turn your customers into loyal clients who keep coming back to your business over and over again. They will become loyal advocates who are happy to write rave reviews and refer your company to their friends, neighbors, and family members.
So, where do we start?
Let’s start with a phone call. From the moment your Customer Service Agent answers the phone, their goal should be to treat each customer like a VIP. It’s a matter of treating each customer on the other end of the phone as a special individual. They feel respected and appreciated.
The conversation begins with a positive and friendly tone and greeting, where the agent thanks them for calling the name of the company, introduces themself, and then finds out who they have the pleasure of speaking with.
Once the agent knows the customer’s name, it’s critical to remember it and
use it throughout the call. A person’s name is the most beautiful word in the world to that person. When the agent remembers their name and uses it often, the customer will feel acknowledged, respected, and important.
After addressing the customer by name, the agent should offer assistance and find out how they can help. As the customer shares their issue, need or problem, the agent should be actively listening and respond with empathy as well as probing questions to gain additional information. By asking additional questions about their situation, the customer will feel heard, understood, and valued.
When scheduling the job, the agent should find out if the customer needs a specific time frame or acknowledge them if they request a specific technician. Customers usually have additional needs, requests or wants that will best accommodate their family, home or business. As the agent starts to think about each customer as an individual, they will realize that they like certain things. We can’t assume that each customer who calls in thinks like us, has the same preferences, or would even spend money the same way we do. When the agent listens closely, they’ll be able to understand what that customer valueswhether it’s time, money or the safety of their family.
Understanding what the customer values will help the agent appropriately use value statements about their company, their team and their products and services. These value statements will support the things that the customer values. The best way to do that is to first understand what they value. Sometimes, you can do that quickly by observing and listening, and other times, you will have to ask them questions. Often, they’ll just tell you.
For example, when a customer asks for a notification when the technician is dispatched and on the way, the agent could accommodate that request and even ask if they’d like a phone call or text. This simple gesture shows the customer that they are important and we value their time. The agent could go even further by asking the customer who will be greeting us when we get there, as well as taking any other pertinent information and adding it to the notes.
We also track any unique personalized information that can help us “wow” the customer with a 7-star experience.
At our HVAC company, we record personal notes on each customer’s accounts regarding pets, gate codes, communication preferences, and allergies. We also track any unique personalized information that can help us “wow” the customer with a 7-star experience. For example, we have a customer who absolutely loves maraschino cherries. When we go to service their equipment annually, we encourage our tech to bring a bottle of cherries with them to the customer’s home. They love it and will be a customer for life because of this simple gesture. In addition to personalized acts of service, the technicians seek additional opportunities to serve the customer by changing batteries in remotes, changing light bulbs, bringing in trash cans, or whatever else they may need assistance with.
From an agent’s point of view, when a customer tells you something specific that they’d like you to do, then take all measures to go out of your way to try to do it. As you do that, you’ll find that you have more and more solutions because you’ve listened to the customer. When we
and doesn’t want to be treated the same. Even with compliments and recognition, customers have different preferences. If you can learn to personalize and individualize the way you take care of and serve people, the more successful you’ll be in business and your personal life.
Looking for patterns can help. We train our customer service agents in the DISC method of communication. When agents are able to see patterns of directness and decisive people (D), influential and interactive people (I), steady and supportive people (S), and compliant, conscientious people (C), they can communicate with customers and individuals in the way they desire to communicate. It feels so nice to be communicating with someone that you can relate to and will connect in your style.
With so many different individual customers calling in every day, what is the best approach to meeting every person’s individual needs? Remember this simple approach:
“The most important interaction is the one you’re in front of.”
listen to each customer’s particular needs, then we can go about finding ways to accomplish those needs.
Emotionally, we all want people to treat us differently, and we love it when people pay attention to our individual needs. Birthdays, anniversaries, injuries, deaths … things happen. It’s important to be alert, pay attention, express empathy (in exciting as well as sad moments), and be “in” that emotion with your customer.
We are in the service business. As a “Customer Service” agent, service is in your title. As a servant, you are always the giving one. You figure out a solution and go out of your way to do as much as you can to get it done. Do you always get it done perfectly? No, but you try, and you get rewarded for that as well. Customers can feel when you are trying and when you’re not. Maybe you were only able to meet half or part of their requests, but something is always better than nothing.
The better you get to know people, the better you understand how they will react and how an individual interaction could be with them. Everyone is not the same
The person that you’re on the phone with at any given moment - that’s the one you focus on. As a 7-star agent, the key is to be present, be responsive, and pay attention. Do not allow yourself to be preoccupied or give way to distractions. Focus on the individual and their issue, and be sure to follow up on it. Customers want you to provide a solution for their issues. Exceed their expectations by personalizing your interaction and make them feel like the most important customer you’ve got. u
Angie Snow is a Principal Industry advisor at ServiceTitan and a Success Coach with Snow Business Coaching. Contact her at angie@ snowbusinesscoaching.com or call/text (801) 477-0064.
BY AARON RUDDICK
As little kids, we dream big, plan big and feel unstoppable. That same excitement dwells in us as we dive into a new business adventure, however, as we spin our wheels, bust our knuckles and get hit from what seems like every angle. We can lose that drive, we can lose that spark, we can lose that excitement. Our future, our team and ultimately, our success will suffer; let’s embark on a journey that will provide some insight into building a lasting impact on others and lead to a legacy. Impacting others is all about connection. Connecting on a level that lifts those around you. Connecting on a level that inspires action, connecting on a level that is deeper, more meaningful and more rewarding than expected. There is a reason in history that the best leaders, most successful business people and most impactful humans on the planet stand apart. They were great at connecting.
Let’s look at three primary keys to creating connections with those around you that will fuel growth and development all around.
Connecting is all about others
As we start our business journey, we look at everything with our own eyes, from our own viewpoint and our own bias. As we continue to add and develop our team/crew/employees, we must start looking at our behavior and interactions from their point of view. Developing a high-power group requires us to make decisions, adapt values and evolve our behavior to show that we have their best interests in mind. One way to connect with your team is to adapt to a culture of flexibility. The new generation of
ELEVATE YOUR IMPACT, INSPIRE OTHERS & ACHIEVE LASTING SUCCESS
The start is what stops most people.
workers craves a good work/life balance, and this might require us to add time to their schedules for things important to them. If we can guarantee early nights off, time during kids’ sports seasons for coaching opportunities, vacations, time with families, time for hobbies or time for just getting away to recharge, then we can develop a culture where when we do have those long days, an endless pile of calls or that extra Saturday job, someone might just be willing to voluntarily step up and fill that void. Never forget the law of reciprocity and the old saying, “You scratch my back, and I will scratch yours.”
This one slight adaptation can connect your team to you in a way that will reward you in more ways than just financially.
Connecting is more about progress than perfection
Have you ever heard the phrase “perfection is the enemy of progress”?
Truer words have never been spoken. The great Don Shula once said, “The start is what stops most people.” Connecting with those around you is not a natural behavior for most of us. In fact, when we decide to start changing this, it may be downright uncomfortable for us and for those we serve. We must be willing to commit to and be determined to gain deeper connections while understanding we might just need to address the elephant in the room at the start by simply letting those closest to us understand that connecting is an area of growth and development for you. Once you start and get past that initial uncomfortable stage, more meaningful conversations, interactions and moments
will develop. As we connect with those around us, we will start to grow our relationships to a deeper level. Once this begins, this new ground can be rewarding and very insightful. You will be shocked at the things people will share with those with whom they connect. There are three fundamental questions that you are trying to connect with that really need answering as the relationship develops.
And those are:
Do you really care for me?
Can I trust you?
And finally, can you help me?
Connecting provides inspiration
In John C. Maxwell’s book Everyone Communicates, Few Connect, there is a discussion on the inspiration equation. It is a concept that rests on people’s natural desire to do more for those they are connected to. This equation is simply “what people know + what people see + what people feel = Inspiration.” This is such a simple equation and yet so complex at the same time. So, let’s break this down into each section a little deeper. What do my people need to know from me? They need to know I focus on their success; I understand what their hopes, dreams and desires are and I have high expectations for them. So, after they do know those few things, what do they need to see? They need to see my conviction and that I am committed to the cause we are fighting for. They need to see my example and know that I am authentic, sincere, and honest. A fake inspires no
one. And finally, what do they need to feel? They need to feel your confidence! Your confidence in you, your vision in their role in your mutual success. They also need to feel your gratitude. I give gratitude for them joining you on this journey, gratitude for their efforts, and gratitude for being in your life.
Someone once said business is a contact sport, and nothing could be further from the truth. We come in close contact with employees, vendors, suppliers, customers and their lives. As we journey through this life, let’s be intentional about the impact we have on those around us. As we look at how connecting with those around us will elevate our impact, there is one final question. Who in your life do you need to communicate with? Let’s commit to finding three people who we can connect with. One person needs a better connection, one person needs a stronger connection, and one person needs a deeper connection. When you pour energy and time into these relationships, you can have a positive, meaningful impact on their lives, and in turn, they will help you achieve lasting success. u
Aaron Ruddick walked into the trades right out of high school and fell in love with it. With more than 24 years in HVAC, he grew Reliable Comfort to $5M before selling to Heartland Home Services in 2021. Now its general manager, he coaches HVAC contractors with Service Nation and recently acquired Kyko garage doors, aiming to expand it in North Vernon, Indiana. Contact Aaron at AAR7100@ gmail.com or (812) 371-2957.
PROVIDED BY KEVEN PRATHER, CFBS FINANCE
Shield Your Wealth with Asset Protection Strategies
If you’re a high-income professional or entrepreneur—or if you simply have a substantial net worth—you probably realize that in today’s litigious culture, you could be an attractive target for unfounded or frivolous lawsuits.
But what have you done to actually reduce the risk of losing your wealth if you get sued? In our experience, far too many affluent individuals and families don’t act to protect their assets, livelihoods and lifestyles.
The good news: Many strategies can help safeguard your wealth against those who would unjustly seek to take it. Here’s a look at the world of asset protection planning and how you might be able to harness it to your advantage.
The
aim of asset protection planning
For starters, it’s helpful to know that there’s no formal body of law called asset protection planning. Instead, it’s a series of strategies and tools that are part of the category known as legal risk planning— which itself falls under the broader umbrella of risk management.
Despite being a smorgasbord of strategies, asset protection planning focuses on realizing two main outcomes:
Discourage and deter lawsuits. If possible, you want to eliminate or mitigate litigation before it even begins.
Asset protection plans that no one even contests are the most potent ones we’ve seen.
Avoid litigation or settle everything before there are any judgments.
Motivate creditors to agree to a settlement that’s favorable to you. If a lawsuit does move forward, you want to minimize any loss of wealth. When there are judgments, for example, a robust plan can make it extremely challenging for a creditor to collect the money from you should the creditor win in court. If a creditor is highly uncertain about the ability to collect, the odds of a settlement that’s favorable to you can rise
In our experience, far too many affluent individuals and families don’t act to protect their assets, livelihoods and lifestyles.
significantly. Add in the time involved in dealing with the courts and attorneys— and the associated financial costs—and you can see how smart asset protection planning motivates a creditor to settle or perhaps even walk away with nothing.
Proper asset protection planning doesn’t seek to “hide” wealth. You should do it transparently and out in the open in order to be effective. You want creditors (or anyone else who might try to take your assets) to clearly see what you have done. If they can easily grasp how difficult a legal path they’ll probably have to take to get to your wealth, they may be much more motivated to settle.
Some important aspects of asset protection planning to keep in mind as you explore your options include:
Be flexible. Your asset protection plan should be modifiable to the extent possible, so you can adapt it as laws and circumstances change.
Use multiple asset protection strategies. Redundancies tend to increase your ability to effectively insulate your wealth. What’s more, you can tackle asset protection in various ways. For example, some estate planning strategies—the primary goal of which is to transfer wealth to heirs—also provide creditor
protections. Therefore, implementing an estate plan can potentially be one way to strengthen asset protection efforts.
Be cost-effective. Asset protection solutions’ upfront costs include initial planning and implementation. Some strategies have ongoing costs as well. Get a good handle on the full range of costs before you move forward in order to determine whether the benefits justify the expenses.
Implement these strategies before you need them—or even think you may need them. Put a plan in place after trouble arises (or even shortly before a lawsuit that seems imminent) with the intent of dodging creditors, and you might find your strategy negated by a judge. Worse, you potentially could be charged with contempt, fraud or civil conspiracy for engaging in “fraudulent conveyance.”
Regular reviews
Like any fundamental component of a wealth management plan, an asset protection plan is not a “set it once and forget it” type of solution. If you have a plan in place, you need to revisit it regularly to determine whether it’s still correctly positioned to pursue the outcomes you seek.
The reason: Asset protection planning is regularly in a state of flux. Changes in laws and regulations can make existing strategies less (or more) effective, while also setting the stage for novel approaches. Meanwhile, asset protection planning experts are constantly seeking ways to shield the wealth of the affluent—while creditors and their professionals are always looking for ways to collect.
Clearly, you can’t create an asset protection plan and then let it sit in a drawer or on a hard drive for the rest of your life. Commit to revisiting your plan whenever significant circumstances occur— such as the introduction of new tax laws or your own personal or professional wealth situation changes. If you haven’t revisited your plan for more than five years, chances are it’s time to do so.
Stress testing
If you’re wondering whether your asset protection plan is still structured to pursue your specific goals, consider stress testing it by asking your adviser to review how it is likely to behave in various scenarios you might face. A stress test is a formal process that assesses the probability of an existing plan, strategy or product delivering the results you think it will and want it to. Stress testing can also be an excellent way to put a plan, strategy or product that you’re considering implementing “through its paces.”
Ultimately, a stress test can help you determine that the asset protection you have in place is just what you need. Conversely, it might reveal that you could benefit by making adjustments to your existing setup. In either case, you’ll know what’s required to help you shield your wealth. u
Keven P. Prather is a registered representative of and offers securities and investment advisory services through MML Investors Services, LLC. Member SIPC. Call (216) 592-7314, send an email to kprather@financialguide. com or visit transitionextadvisors.com.
BY RUTH KING FINANCE
Selling Your Business? Here’s how to get the most for your business – Part 2
Whether you are selling your business or passing it to the next generation, maximize the dollars you receive for your hard work over the decades. This series discusses what you need to do to get your business in shape to sell. Your company might be in perfect shape to sell or it might take a few years to get it ready.
Last month, I wrote about the first three of six musts to maximize your selling price:
1. You MUST have clean financial statements.
2. You MUST have inventory on your balance sheet.
3. You MUST have a thriving maintenance program.
This month, I’m writing about the final three:
4. You MUST prove that you have a profitable business.
5. Your business MUST NOT be dependent on you.
6. You MUST NOT have personal expenses as business expenses.
4. Prove that you have a profitable business.
This means three or more years of steady, profitable growth. The best way to show that your company growth is constant and profitable is through graphs of your monthly P&L and Balance Sheet data. Software can help you do this (www. financiallyfit.business).
The monthly graphs will show ups and downs. The trailing graphs should show steady trends in the proper direction. These are the suggested graphs:
• Trailing profit and loss graphs
• Trailing liquidity graphs
• Trailing productivity graphs
• Trailing gross margin graphs
If you don’t show steady, profitable growth, be prepared to explain why not.
5. Your business must not be dependent on you.
Typical revenue agreements are 10% of revenues for three years from your existing customer base.
A buyer wants to know that it can grow profitably without you. If you, as the owner, are the main salesperson for your business, a buyer will discount the value of your company because of the fear that the major revenue generator is no longer in the business.
If all decisions go through you as the owner, the buyer will, again, discount the value of your business because it may not be profitable without your decisions. Will employees leave because their decision maker is gone? Are your employees capable of making decisions without you? Prove it.
The best way to do it is to have a
management team that can operate and grow the business. The team knows their KPIs, how to read a P&L, how to make sure their department is profitable, and how to take care of minor issues before they become major crises.
What if you don’t have a management team? Then, be prepared to sell your business on future revenues. A buyer is not going to take a chance on all the revenues walking out the door when you do.
Typical revenue agreements are 10% of revenues for three years from your existing customer base. Any new customers generated by the new owner
don’t count in this formula. For the 10%, the buyer gets your customer list, your maintenance customer list, telephone numbers (including mobile numbers), and all websites/URLs at the time of sale. If you have maintenance customers and have not set aside money to do the work owed to a pre-paid customer, the buyer will deduct these amounts from revenues.
6. Your books have no personal expenses in them.
I know too many contractors that deduct their children’s education expenses, vacations, and other personal expenses on their profit and loss statement.
You must show that there are no personal expenses in the business financial statements. If not, then the buyer will wonder what other expenses you are paying through the company that he doesn’t know about.
A good buyer will ask to see credit card statements from owners and employees. If you allow your employees to put drinks on their gas cards, then the buyer will have even more questions about the ability of the business to run profitably. They may also think that if they institute controls over spending, then the employees who have been getting away with such practices (and know they shouldn’t) will leave. Your revenue generators leave, and the business is worth less.
Next month, I’ll write about specific mistakes that you should take care of before showing financial statements to prospective buyers. u
Ruth King has more than 25 years of experience in the HVACR industry and has worked with contractors, distributors and manufacturers to help grow their companies and become more profitable. Contact Ruth at ruthking@hvacchannel.tv or at (770) 729-0258.
PRODUCT FOCUS »
BADGER METER
Badger Meter launches BlueEdge™ Tailorable, a customizable suite of solutions designed to drive visibility and optimization of water assets. BlueEdge unifies Badger Meter products, software and services to help customers orchestrate end-to- end solutions to address water challenges. By facilitating custom, scalable offerings that are designed to meet the changing needs of water utilities and industrial customers worldwide, BlueEdge addresses common challenges in water management, including distribution network monitoring, environmental monitoring, drinking water treatment, customer water usage, HVAC systems, industrial process, wastewater and facilities operation.
www.badgermeter.com
MITSUBISHI
Mitsubishi Electric Trane HVAC US LLC (METUS) introduces its Premier Wall-mounted Indoor Units (MSZ-GS/MSY-GS), an update to the former models (MSZ-GS/ MSY-GL). Part of a mini-split system, Premier Wall-mounted Indoor Units can heat or air-condition any residential room. Premier MSZ-GS Indoor Units are compatible with single-zone and multi-zone heat pump outdoor units, including both single- and multi-zone Hyper-Heating INVERTER® (H2i®) units. The Premier MSY-GS is a singlezone, cooling-only air conditioner for climates where heating is unnecessary. www.mitsubishicomfort.com
ENVERID
Enverid introduces the HLR 100Z module, which lowers HVAC costs by reducing the load on HVAC systems from outdoor air. The HLR 100Z cleans indoor air so that it can be safely recirculated, complying with ASHRAE Standard 62.1 and is easily integrated with most HVAC system designs (including VRF). The HLR 100Z is a small indoor HLR module that integrates with a wide range of zonebased HVAC systems found in offices, schools, retail and other commercial building types that fall under ASHRAE Standard 62.1. Given its small size, flexible orientations, and simple installation, the HLR 100Z is ideally suited for existing building retrofits and new construction.
www.enverid.com
GOODMAN
Goodman Launches New Inverter Air Conditioner and Heat Pumps. A compact, space-saving solution for homes with limited installation options, the new inverter-driven, variable-speed, communicating Goodman SD is up to 53 percent lighter and 40 percent smaller than a traditional cube-style unit – requiring just 4” of clearance. Goodman SD air conditioners deliver high-efficiency performance, up to 17.2 SEER2, while the SD heat pump reaches up to 17.5 SEER2 and 8.5 HSPF2. Both cover a remarkable range of temperatures from lightweight, compact units that feature powerful cooling up to 115°F DB and, for the heat pump, warmth down to -10°F DB.
www.goodmanmfg.com
SAMSUNG
Samsung’s WindFree™* 3.0 unit comes with built-in Wi-Fi, allowing voice control with Bixby 2.0^ and monitoring from anywhere with an internet connection through Samsung’s SmartThings app. Users can remotely regulate temperature, adjust settings, receive real time updates about performance and daily energy usage, as well as troubleshoot solutions when a repair is needed. The Freeze Wash function allows users to maintain optimal performance with the push of a button. Freeze Wash quickly frosts the air side of the indoor unit heat exchanger, defrosts the ice, and then dries the coil, washing away dirt and dust.
www.samsung.com
TRANE®
The Trane® Thermafit™ Air-Source Modular Multipipe Unit Model MAS is the newest addition to the Thermafit family of modular units designed to bring more buildings into the future of sustainable comfort. The Thermafit airsource modular multipipe unit is a 30-ton (433 MBH) unit that is expandable up to 300 tons (4330 MBH bank ). It’s an all-electric, all-in-one solution capable of 3 modes of operation, cooling, heating, or simultaneous heating and cooling, to meet different building loads. Engineers can integrate the Model MAS easily into new or existing systems.
www.trane.com
MARLEY
Marley Engineered Products has launched a new accessory for its line of infrared heaters to enhance comfort while providing unobstructed sightlines in occupant spaces. The Agency Listed Recessed Trim Kit is ideal for indoor/ outdoor, total or spot-heating use. MEP offers radiant heaters with two-element or three-element designs for flexible sizing and concentrated heat in a single infrared unit. The heaters optimize shortwave infrared heat – which heats objects instead of the air around the heater – through heavy-gauge gold anodized reflectors.
www.marleymep.com
YELLOW JACKET®
The YELLOW JACKET® TITANMAX™ Digital Manifold provides the easiest path to system measurements. This 4-valve manifold provides fast and accurate measurements for refrigeration and A/C systems. The high resolution backlit touchscreen display erases the need for multifunction buttons and provides clear graphical and digital measurements. It also features internal data logging. Connect via Bluetooth® to the YJACK VIEW® App or measureQuick® App for further analysis. TITANMAX™ P/N 40881 includes TITAN® Temperature Clamps (2), Vacuum Sensor and USB-C Charging/ Data Cable. Backpack kits also available.
www.Yellowjacket.com
20QUESTIONS >>
with KATE CINNAMO
Publisher Terry Tanker sat down with Kate Cinnamo, Executive Director, Explore the Trades. They discussed how to introduce students, educators and parents to the plumbing, heating, cooling and electrical trades. And how contractors, distributors and manufacturers can support the effort.
1. You became Executive Director in 2017. What led you to the organization?
I worked in grant management and community relations in the senior healthcare and housing industry for over 10 years and was ready for a new role in a new industry. I found the position through LinkedIn, applied, and here I am.
2. What attracted you to the opportunity to lead the organization?
It provided a career pivot that felt challenging, intimidating and interesting simultaneously. I didn’t have a background in the trades. My learning curve was extremely steep. I believe that my journey in championing these industries is completely aligned with what Explore The Trades is designed to do –which is to tell the next generation why the plumbing, heating, cooling and electrical (PHCE) trades are so important.
3. What does Explore the Trades (ETT) do?
ETT is bridging the talent gap in the service trades, specifically PHCE. The organization has a singular focus – to bring PHCE career education and possibilities directly to students and educators through the creation and distribution of classroom and on-demand resources and an industry-to-school partnership.
4. How is ETT positioned?
ETT is positioned to be a connection point between education and industry. I describe the organization as being at the starting line of the talent pipeline. Our focus is to provide PHCE information to educators and parents who are uninformed about the possibilities the trades have to offer. We want to make sure students are informed about the opportunities the trades offer by the time they graduate from high school and know how to make that jump into a career versus feeling like they have to default to college.
5. How long ago did high schools eliminate vocational classes?
They’ve been missing for more than a generation. As a result, many just don’t know about the trades and what they have to offer. As everyone knows, we’re playing catch-up in PHCE and the skilled workforce shortage is upon us.
6. How receptive are educators and students?
During my tenure at ETT, I can say with confidence that attitudes are definitely changing to embrace the trades. For too long, careers and apprenticeships were left out of the “after high school graduation” conversation by educators, school counselors, and parents.
7. What changed?
Over time, many things. There are more trades champions, and many kids don’t see college as the “only” option. The six-figure debt many incur for their education is also a negative. And, the huge opportunity
that exists in the PHCE trades is really attractive. Also, the more we can talk about the positives, the better off we’ll be. After the pandemic, there’s definitely a renewed interest in what the trades have to offer.
8. Have you been able to track how many individuals you’ve placed in a trade?
While ETT doesn’t place people directly into a career, we’re tracking how many students are impacted by our programs and resources and the number of public school districts in the country that are using our materials.
9. Roughly how many schools take advantage of ETT?
To date, ETT resources are being used by approximately 13% of public school districts (1,700+) in the nation. Over the past three years, that equates to over 500,000 students.
10. How does the organization attract teachers to participate?
Much of the success we’ve had with educators has come through our participation in the American School Counselors Association ASCA. We connect with them at their annual conference. And after that it’s referrals that drive the traffic between ETT and educators.
11. Are there other organizations that use your materials?
Yes, home service contractors, distributors and industry companies use our materials to help establish partnerships in their local communities.
12. What is contained in the poster kit you send to high schools?
The poster kits include a series of five posters – four career paths for plumbing, HVAC, electrical, and customer experience. The fifth is an all-encompassing infographic with various pieces of information about the trades.
13. What is the ratio of interest by gender?
While boys and young men are making up the vast percentage of interest and participation in trades classes, we’re also hearing from instructors and school counselors about the continued interest of females in the trades. With our Skills Lab program, we’re seeing steady numbers of girls participating in HVAC and plumbing classes, which is really encouraging.
14. How do the industries rank in terms of interest?
Great question. It’s something we want to start tracking.
15. Are students able to sign up for apprenticeships?
While students cannot sign up for apprenticeships through ETT, our organization provides an apprenticeship directory on our website. Students are able to research apprenticeship opportunities in their respective states.
16. What approach works best to attract interest with high school students?
I think the best way to introduce them to the trades is through a hands-on event. That could take many forms: visiting a local shop, inviting a local service company to the school for a career fair, or inviting a technician or owner to be a guest speaker and talk about his or her experience in the trades.
17. What surprises the students about the trades?
Technology. There have been huge advances in smart devices managing the HVAC systems in homes and buildings. Or how electricians are now trained to install charging stations for electric cars. The upcoming generations are so adaptable with technology and these careers are perfect for that interest and aptitude. The more relatable the industry can be, the better it will be in growing a skilled workforce.
18. Can you tell me more about the Skills Lab program?
It’s an equipment grant program with Ferguson, a long-standing partner with Explore The Trades. The Skills Lab program has provided plumbing and HVAC equipment to 26 schools around the country. More details can be found on our website.
19. Who are the ETT supporters?
Supporters of ETT are small business owners, tradespeople, industry vendors, and those who have a passion for the trades. Contributions to the organization allow our team to continue to provide trades-related resources and programs to schools. We want to make sure as many students as possible are informed about PHCE careers. A gift of just $10 gets a poster kit to a school and educates 240 students!
20. How can our readers help get involved with your organization?
Our team is always open to exploring partnerships. As they say, the rising tide raises all ships. If one of your readers has an idea or interest in joining forces in the spirit of trades education, please give us a call and check us out at www.explorethetrades.org and on social media, @explorethetrades.
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